Mercado Libre poised for boost from Disney’s Latin America expansion

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The trend: Disney+ is expanding its content offerings in Latin America, including establishing an ad tech deal and partnership that will bolster Mercado Libre.

  • Ties between Disney’s in-house Real Time Ad Exchange and Mercado’s demand-side platform will enable brands to buy ad space on the entertainment giant’s inventory through automated bidding.

  • Disney’s standard ad tier streaming plan is now included in Mercado’s loyalty membership program, MELI+, in countries like Argentina, Chile, Mexico, and Brazil. Disney+ with ads launched in Latin America last month as it looks to expand internationally.

Mercado Libre muscles in: The integration with Disney’s ad platform will allow easier access to the ecommerce company’s streaming ad space for Latin American advertisers, providing Mercado more opportunities for programmatic buying.

Ripe timing: The Disney-Mercado Libre tie-up comes as retail media is set to reach fresh highs in Latin America, giving the Google-Meta ad duopoly a run for its money. Mercado Libre will fuel much of the growth, as it accounts for more than half of the region’s total retail media ad outlays. It’s also harnessing new technologies to compete for marketing dollars that have been difficult to attain.

Mercado Libre’s digital ad business will expand 44.5% this year, with continued growth in key Latin American markets like Brazil and Mexico. For instance, Amazon and Mercado are drawing higher traffic than Facebook in Brazil. They also racked up more than double the number of unique visitors than Google’s country-specific domain in Mexico.

Go further: Read the full report on Latin America Retail Media Trends 2024.